One-third of electronics now purchased directly from brands, finds Simon-Kucher study
Direct-to-consumer (D2C) channels now account for one in three electronics purchases globally, according to a report from Simon-Kucher. The sales and marketing consultancy surveyed 3,872 consumers in Germany, the US, China, and Turkey between August and September 2025.
The main driver for buying D2C electronics was prior positive experiences – highlighting commercial potential for manufacturers who create seamless and competitively priced direct channels.
Thirty-nine percent of respondents expected at least comparable prices with retail. However, 37% were willing to pay more if benefits are added – signaling that consumers increasingly view D2C as a premium experience.
Apple, the foremost luxury-branded manufacturer of consumer electronics, has long provided a D2C channel for the general public. Shoppers can take advantage of various benefits on the company’s D2C website, including refurbished products, student discounts, customization of computer components, custom inscriptions on products, and extended warranties.
“D2C is no longer an alternative channel, it’s a strategic growth engine,” said Bjorn Dahmen, senior partner at Simon-Kucher. “Our study shows that when consumers enjoy an outstanding D2C experience, they return.”
Price sensitivity differed by market, with 49% of Germans saying they chose D2C over retail because of better pricing and 39% of Americans saying so. Meanwhile, 44% of Chinese consumers said they were willing to pay more for direct brand purchases.
Trust in authenticity was a much stronger D2C motivator in emerging markets (where counterfeit products are more prevalent), with 38% of Chinese respondents and 49% of Turkish respondents citing the authenticity factor.
A quarter of respondents globally were willing to share data when rewarded, with top incentives being discounts (50%), loyalty rewards (42%), and convenient checkouts (35%).
“D2C has become a core growth channel, but brands must refine product portfolio, convenience, and engagement to unlock full potential,” said Kai Fueller, director at Simon-Kucher. “Consumers now expect personalized, transparent, and rewarding experiences that strengthen brand relationships. Those that align pricing excellence with authentic, data-driven engagement will capture the next wave of profitable growth.”
